Friday, 28 August 2015

Our Work: M5250 Luxury Living

Client:

ARA Newmark is a full-service investment advisory brokerage firm with a focus in the multi-housing industry. They're the largest firm of their kind in the nation and are comprised of America's top investment professionals.

Project Challenge:

ARA Newmark wanted a video to help promote the M5250 apartments as the luxury living spot in the Galleria area. They wanted to include drone footage, animated maps to explore the area, and high-resolution virtual tours of inside the apartment.

Action Taken:

We spent time gathering shots of the apartment complex from all exterior angles using the drone. We also gathered aerial footage from around the area to use as the base of our animated map. We then used a Canon 5D to capture b-roll shots of stores and hot spots surrounding the apartment complex to emphasize it's ideal location. Finally, we went inside the apartment complex and gathered footage from both inside the apartments and around the complex.

Once in post, we cut this footage together and began adding our animated graphics. We used the drone footage as the base for a map in which we highlighted some of the major hot spots within the area. We also added lower thirds with statistical facts and other property information. Finally, we added an animated motion graphic of the M5250 logo and added an underlying song.

Result:



If you're interested in developing a marketing video for your business, contact Swagger Media. We will develop a plan and work with your budget to deliver a quality video for your business. 

Monday, 24 August 2015

The 6 Mistakes That Are Ruining Your AdWords Campaigns


Whether you are a seasoned paid search (PPC) master or you’re just starting out, you probably already have a list of optimization items that you go through regularly to make sure that you are staying on top of your campaigns and getting the best results you can (if you don’t, here’s a PPC optimization checklist to get you started). However, as anyone who has ever worked with PPC will tell you: the learning never stops. Below you will find a list of common mistakes that PPC managers often make and that could be not only be preventing your campaigns from reaching their full potential, but also costing you money.

Applying all of Google’s recommendations and “Opportunities”

Take anything that Google tells you with a grain of salt. I have no doubt that they are legitimately trying to be helpful when they offer recommendations, but they are also a business trying to make a profit. Never make any changes to your account just because Google says so, first think of whether those changes are going to further your PPC goals.

Not using Ad Extensions

Ad Extensions aren’t a luxury, they are a necessity. If you are not using ad extensions, you’re missing out on benefits like: increased CTR, improved Ad Rank, potential conversion increase, and increased perceived trust for your brand. You might not be able to use all of the Ad Extensions, but you should at least create Sitelinks and Callouts. 

Here’s a good source to learn about the uses and benefits of Ad Extensions.

Setting campaign budgets based on the monthly desired spend

It’s easy to make this mistake. A client gives you a set monthly budget for PPC and you simply divide this budget by 30.4 (the average number of days per month) to get your total daily budget. Then, you divide this number even more so that all of your campaigns’ budgets add up to your total daily
  • Total monthly budget: $100
  • Total daily budget: $3.29
  • Campaign #1 daily budget: $1.1
  • Campaign #2 daily budget: $1.1
  • Campaign #3 daily budget: $1.1
Except, if you plan your budgets this way, you will end up severely limiting your campaigns’ potential. Instead, my advice is to start thinking of your budgets as a different number than your spend. The spend is the amount of money you actually pay Google, the budget is the amount you are theoretically willing to pay.

Keeping that in mind, what you need to do is set each campaign’s budget to what you think is a reasonable amount for them to acquire a decent impression share/click volume. I usually set a starting daily budget of $30 - $45 for the campaigns with most potential search volume and/or exact match keywords, and a lower daily budget of $15-$25 for the campaigns with lower potential search volume and/or phrase match keywords. I set these daily budgets regardless of the desired monthly spend.

If your accounts are like mine and you have dozens of campaigns running, then you know that a daily spend of $15 per campaign would end up either spending your monthly budget in a matter of days or massively overspending by the end of the month. So to avoid either of those things happening, you have to keep a close eye on your account and make sure that you are never spending more than your desired weekly spend. But, how do I calculate my desired weekly spend? Well, that’s easy: divide your desired monthly spend by 30.4, and multiply that number by 7. So in the example above, your desired weekly spend would be: $23. If you are spending those $23 within the first days of the week, then you know you have to lower your daily budgets (I would recommend lowering the budgets of campaigns with low conversion or click rate). If you are not spending those $23 by the end of the week, then you know you have some room to increase budgets here and there. The main key is to keep a close eye on the spend so you don’t end up having an embarrassing conversation with your clients at the end of the month.

Not using negative keywords

Negative keywords can help you weed out irrelevant searches and clicks that are wasting your money. I recommend checking your search terms report at least once a week and adding all irrelevant search terms as negative keywords.

Not using bid modifiers

Like negative keywords, bid modifiers help you zone in on the audience that is most likely to click and convert. For example: If your accounts have a large amount of historical data, you can determine whether most of your conversions came in from mobile or desktop, on a certain day of the week, or at a certain time of the day. Then, you can use bid modifiers to increase your bids for those particular devices, days, or times.

Landing every keyword to the homepage

Unless you have a very niche set of keywords and a very small website, you need to be landing each group of related keywords to a relevant page within your site. For example: if you have a bakery, you want to land your cake-related keywords on the cake page within your website, and you want to make sure you land your cookie-related keywords on the cookie page. To that point, if you don’t have specific pages within your website for each of your products/services, you might want to consider creating them. The more relevant your landing page is to your keywords, the better your Quality Score; the higher the Quality Score, the higher the Ad Rank and lower Cost per Click.

The beauty of PPC, is that it is constantly changing and evolving, which means that you - as a PPC manager - are never done learning or improving. While it might seem daunting at times, it also makes the whole experience kind of freeing; to know that there is no limit to what you can achieve, learn, and innovate with your PPC campaigns is a great motivation to continue working hard every day.

So, what are some PPC mistakes you have learned from? Do you have some absolute do’s and don't's you would like to share? Let us know in the comments below or tweet to us @SwaggerMedia!

If you're ready to hire a marketing team to build and manage your AdWords campaign, or any other marketing campaign, give us a call at 832.831.7592 or email us at info@swagger-media.com.


Friday, 21 August 2015

Our Work: 3D Medical Animation Demo Reel

Being a production company located in Houston has given us many opportunities to work with doctors and medical practices and sometimes, a video just doesn't cut it. That's when we realized we had to step up our animation game. We had already mastered the 2D element of animation so it was time to really hone in on our 3D animation skills. In just one year, we have learned so much and now are capable of tackling any 3D animation.

Take a peek at some of our recent work with 3D medical animations.


If your medical practice is in need of any video or animation services, give SWAGGER Media a call to discuss a custom quote. We will make sure your business gets exactly what it needs. To see more of our past medical videos, click here.

Monday, 10 August 2015

The Unique Directorisms of Quentin Tarantino

Just what is an “ism”, anyway? An “ism” is a distinctive style, system, or characteristic of something.

So with that in mind I made up a new word!  Directorism.  This is a distinctive style or characteristic of a director.  Have you ever walked into the middle of a movie and been able to tell who the director was simply by the look and feel of the movie itself? One of the directors that stands out the most with a distinct style is our favorite weirdo, Quentin Tarantino.  He’s thrown us some greats like Pulp Fiction, Kill Bill, Inglorious Bastards, and Reservoir DogsBut what is it that MAKES these movies so characteristic of QT?  Let’s take a look at some of the things that stand out the most.

Monologues

His characters are long-winded and if you’ve ever seen an interview with QT you understand almost immediately why.  He’s full of life and vigor and, as a result, so are his characters.  Though there are many, here are just two examples of some of his great, chilling monologues. (NSFW based on language.)

First, Pulp Fiction:


Chills.  I have some chills right now.  Is it chilly in here?  No.  That’s just the effect Samuel L. Jackson has on you.

Now, Inglorious Bastards: 


This gives me even more chills.  Landa is downright scary.

Trunk Shots

It’s an interesting POV shot, as if you are the one in the trunk looking out.  It gives off a feeling of intimidation as you’re watching and QT uses this liberally.


Point proven. Oh wait! Is that… is that QT himself in that From Dusk Till Dawn scene? Yes, it is. Which brings us to our next point...
Cameos

QT loves to play minor roles in his own films.  On one level you might think this is an ego thing, directing AND getting a part in the film.  However, most of the parts (though he plays a little bit of a larger part in From Dusk Till Dawn) are self deprecating, or incredibly minor. In the first example, QT is the answering machine in Reservoir Dogs. But in the following examples, QT does make a personal appearance in the film.

Reservoir Dogs


Pulp Fiction


Death Proof


Feet


It’s no secret that QT has a thing for putting feet into a film.  The following YouTube video is NSFW because of language and violence. The video showcases that QT uses feet in his movies many times to push the story forward, or to make a statement; so much so that someone was able to create an 8 minute compilation video. 


Are there any other QT trademarks you think are worth mentioning?  Or some favorite Directorisms of other directors?  Talk it out in the comments!